The way to exploit customer data through the Customer service must be aligned with the expectations that the customer has of the service, which correspond to two main characteristics:
1. Personalized attention: not only referring to your profile, but also to your specific circumstance.
2.Immediate attention: where we can solve any matter in a simple way, in just one contact.
It is important that these two characteristics are present both in self-service procedures and in those carried out through an agent.
- Everything is about personalization
Initially, all the products were made in an artisanal and exclusive way, then with the era of industrialization, mass production began and also began the segmentation of that production according to the profiles of the users. This personalization is clearly not feasible without technological support, since thanks to Artificial Intelligence, specifically, we can exploit the data of each insured, personalizing their interactions through various channels, in a massive way and even modeling it in real time based on the progress of said interaction.
The particularities of the insurance sector make it possible that this customization should not only be done depending on the product or service according to each client, but also based on empathy.
Empathy was only achieved thanks to the interaction with agents, but currently it has been developing in robotic interactions. In this sense, the evolution of chatbots is based on the understanding of the interlocutors and expressing themselves based on the person who is communicating.
- Immediate resolution and without so many complications
We all know that policyholders and any client that is talked about, looks for easy and fast solutions. They want to solve problems and managements in a single contact and it frustrates them that the process is cumbersome and requires a large amount of data that is sometimes even repeated.
As an example we can say that if your car has just broken down in the middle of a highway, and you are blocking the flow of vehicles, the least you want is to give your identity card number more than three times and wait for a menu of options for phone call keep you online for more than 5 minutes.
Thanks to the knowledge of the client, giving a more efficient, simple and personalized service will be much easier. Likewise, the contact channel, the ease of contacting the insurer (an easily locatable telephone, a user-friendly website, the waiting time or the amount of data requested) is also relevant.
What the insured wants, how they want it and when they want it…
There are interactions in which the insured does not require human contact and the best way to offer a personalized and immediate service is self-service (what the client wants, how he wants it and when he wants it). With a good self-service, we can save the insured the need to carry out procedures by anticipating them and thus avoiding customer service.
Some advantages of self-service:
- For the insurance companies: it means savings in operations due to the reduction of people needed to carry out the procedures.
Likewise, insurance companies must consider in which cases they can facilitate self-service for their policyholders, for which procedures and under what conditions.
2. For policyholders: self-service not only makes management easier but also gives them access to information and control over said management, which allows us to speak of transparency and a positive impact on their satisfaction.